Marketplace Guide · United States
How to Sell on Walmart Marketplace from China
Walmart Marketplace is the second-largest US e-commerce platform, rapidly growing its third-party seller program. With over 120 million monthly unique visitors and significantly less seller competition than Amazon, Walmart offers Chinese sellers a high-growth opportunity with lower fees. The platform's WFS (Walmart Fulfillment Services) provides an FBA-like experience.
$100B+
Total GMV
120M+
Active Buyers
150K+
Active Sellers
+18% YoY
YoY Growth
Why Sell on Walmart Marketplace?
Walmart Marketplace has less than 10% of Amazon's seller count but massive buyer traffic, creating a favorable seller-to-buyer ratio. With no monthly subscription fee (you only pay referral fees on sales), lower fulfillment costs than FBA, and Walmart's reputation for value, it's an ideal second marketplace for Chinese sellers already succeeding on Amazon.
Advantages
- +No monthly seller subscription fee
- +Lower competition than Amazon (150K vs 2M sellers)
- +Growing rapidly at 18% YoY
- +WFS fulfillment available with competitive rates
- +Walmart brand trust for value-conscious shoppers
- +Strong omnichannel presence (4,700+ US stores)
Challenges
- -Requires US business entity (EIN) — not directly open to Chinese entities
- -Smaller marketplace than Amazon in GMV
- -Less developed advertising platform than Amazon
- -Stricter pricing requirements (price parity policy)
- -Product liability insurance requirement
- -Fewer international markets than Amazon
Walmart Seller Fees
| Fee Type | Amount |
|---|---|
| Monthly Subscription | Free (no monthly fee) |
| Referral Fee | 6–15% (category dependent) |
| WFS Fulfillment Fee | $3.45+ per unit |
| WFS Storage Fee | $0.75/cubic ft/month |
Seller Requirements for Chinese Suppliers
Registration typically takes 2–4 weeks for application review and approval.
- ✓US business entity (Tax ID / EIN) — can use a registered agent
- ✓W-9 or W-8ECI tax form
- ✓Valid business address in the United States
- ✓Product liability insurance ($1M+ coverage)
- ✓Demonstrated e-commerce track record
- ✓Integration capability with Walmart's API
- ✓UPC barcodes for all products
Best Product Categories on Walmart
Tips for Success on Walmart
- 1
Set up a US LLC through a registered agent to meet Walmart's US entity requirement — UNIMALL handles this for you
- 2
Price competitively — Walmart's algorithm favors the lowest price and may suppress listings priced higher than competitors
- 3
Use WFS (Walmart Fulfillment Services) for the Pro Seller badge, which boosts search visibility
- 4
Leverage Walmart Connect advertising to gain initial traction and reviews
- 5
Repurpose your top-performing Amazon ASINs as your first Walmart listings
- 6
Research product demand signals from YouTube reviews and podcasts using tools like VERIDIVE (veridive.com) — Walmart shoppers are heavily influenced by video content and creator recommendations
- 7
Maintain strict on-time shipping and low defect rates — Walmart monitors these closely
How UNIMALL Helps You Sell on Walmart
UNIMALL sets up your US business entity and handles the Walmart application process. Our AI optimizes listings for Walmart's search algorithm, which differs from Amazon's. We manage WFS inventory shipments from China and ensure price parity compliance across all your marketplace channels.
Frequently Asked Questions
Can Chinese companies sell on Walmart Marketplace?
How does Walmart compare to Amazon for sellers?
What is WFS and should I use it?
Do I need product liability insurance for Walmart?
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